Gillette – the company that makes razors and other manly things – is taking a strong stand in its newest commercial…
The ad points people to visit TheBestMenCanBe.org, where you can read about Gillette’s pledge to help men get better and to invest $1 million per year for the next three years into programs that promote better models of masculinity, starting with the Boys and Girls Clubs of America.
Some people on social media are praising Gillette for the messaging while others feel it’s too political, too emotional, and pushes a social agenda instead of simply selling razors. Still others raise the point that all the attention is good for their bottom line – it’s a business decision.
As for me? I don’t care about any of that. As far as I’m concerned, I’m extremely glad this message is getting out! In fact, I like it when businesses are willing to go beyond product sales and positively impact their surrounding culture.
The idea that “being a man” automatically involves brutality and bullying or sexual superiority and dominance is a lie from the pit of hell. It’s a warped confusion of man’s identity.
Men ought to be strong, and their strength must be submitted to their morals and values, which should also be strong.
It doesn’t take manliness to bully another person; it takes true strength in a man to stand against bullying.
It doesn’t take manliness to take advantage of a woman in sexually inappropriate ways (or far worse); it takes true strength in a a man to defend women from such advances.
It doesn’t take manliness to make sure the system favors men; it takes true strength in a man to push for systems that represent equality.
Gillette, like many other companies, is deciding to be outspoken about a hot button cultural issue, and it’s one our culture needs badly. Whatever their motive, I’m thankful for their message.
“The boys watching today will be the men of tomorrow.”
Men, we can do better.